Many advertising agencies and many more marketing professionals preach integration across all forms advertising, marketing and customer communications channels. What makes Rainstorm different? We actually do it.
Digital Integrated Marketing Campaigns – also known as “Inbound Marketing” typically employ the following:
- online PPC advertising (SEM)
- search engine optimization (SEO)
- lead capture and lead nurture programs
- reputation management services
- social media marketing
The integrated approach helps develop a health well-rounded business, enabling you to measure all marketing / advertising efforts against a predetermined set of desired outcomes.
Customers engagement increases radically as they are immersed in a unified experience across multiple platforms and touch points. In our experience integrated marketing campaigns pair extremely well with direct response radio, direct response television, print and direct mail.
“Marketing isn’t a department. It is the sum total of everything you do.” ~@37signals
One of the most important underlying principles of any successful integrated marketing effort is an understanding of Lifecycle Marketing.
Sometimes, businesses fall into the trap of believing there are 2 states their relationships can exist it: you’re either buying from me or you’re not buying from me. In reality though, there are many shades of grey, there are a number of states your relationship with a prospect or customer can be in. The acknowledgement, measurement and cultivating of these steps is known as lifecycle marketing and it enables us to…
Build Meaningful Relationships
People still like to do business with you for the same reasons they always have. People like to buy from people whom they know, like and trust. Lifecycle marketing serves as a powerful platform for us to cultivate the customer experience into a deeper, more meaningful one.
Blogging is one of the most important tools for managing the customer lifecycle. Blogs serve as the home for compelling content to live and act as a showcase for the value you offer to your customers.
“B2C companies that blog generated over 90% more leads online than those who didn’t. That’s almost twice as many! You’d be crazy to ignore that. B2B companies also generated about 70% more leads with blogs vs. without.” ~Conrad Flynn, Chief Digital Marketing Strategist
Social Media Marketing
Cutting through all the hype often associated with social media is important for implementing a successful direct response strategy – which at it’s very nature will be directly measured based on it’s ability to produce results or not. While we don’t consider social media to be a strong venue to generate new leads, it is an extremely powerful platform for customer communications and follow-up.
In fact, social media is one of the most cost effective channels to communicate with existing leads and customers.
Despite rumors of it’s decline, email marketing remains strong in 2013 and – in fact, has enjoyed increasing response rates. As with social media, we don’t view email as a strong lead generating method – everyone hates SPAM after all – but email is a critical tool for managing client relationships throughout the customer lifecycle. Today email remains the #1 medium that consumers use right before bed and as soon as they wake up.
Creating “Hand Raises”
Blogging, social media and email marketing create a unique opportunity for us to learn of the desires, concerns, motivations and needs of our leads and customers. Throughout the customer lifecycle process we closely monitor usage and engagement activity on email, social media, blog and website content. The users engaging with us are essentially creating a series of “hand raises”. They are showing us exactly what they want and need. We learn all of this, from clicks.
This data proves to be immensely powerful for making expertly timed and targeted offers. Enabling you to make the right offer, to the right person at the exact right moment.
Systematically Making Offers
Having this mountain of new, targeted data is only beneficial if you use it to profit. Our integrated marketing campaigns make systematic, targeted offers using the intelligence we’ve gathered about user activity. Automating this process delivers a constant stream of sales at a radically low cost per profit.
All too often, business rely on referrals in lieu of a tested and proven marketing & advertising strategy.
“Not only is it somewhat dangerous to have all of your eggs in one basket, but you’re actually short-changing yourself in a big way.” ~Conrad Flynn, Chief Digital Marketing Strategist
The truth is, referrals or “earned media” is a product of well coordinated owned and paid media. In other words, if your business does not have enough owned media (for others to refer new people to) and doesn’t have well placed paid media (to bring scale & attention to your owned media) you’re likely missing out on MOST of the referrals you could be getting.
Integrated marketing campaigns acknowledge this industry truth and strive to create a balance across all forms of media – delivering a well-rounded mix exhibiting maximum ROI efficiency in all arenas.